I was ordering monthly groceries from a huge online retailer. I added a packet of rice to my cart and I saw a fly out come out of nowhere that said, “Switch to a 5kg bag and save $5”.
It piqued the marketer in me and I dug deep into how they implemented this. It was a really good way to increase your AOV.
More stores should be doing this… I mumbled to myself.
So, I went down a rabbit hole, put in 30+ hours of research and found some of the best ways to increase your AOV. Let’s dive right in.
In-cart cross-sells
You can offer complementary or related products either in the cart slider or the cart page. For example, if someone adds a phone case to their cart, you could offer them a screen protector or a phone stand to go with it. You can increase the chance of your shoppers purchasing more items in a single transaction by doing this.
App:
UpCart—Cart Drawer Cart Upsell
Checkout Page upsell/cross-sell
This is very similar to the cart page cross-sell but here you offer a deal on related products during the checkout process. For example, if someone is purchasing a tee shirt, you could offer them a discount on belts and shoes that complement the shirt.
The customer has already shown high purchasing intent by being on the checkout page. Offering products that complete the look (if you’re in fashion/apparel space) or simply complementary products will do wonders for your AOV.
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PDP cross-sell/upsell
Product detail page (PDP) cross-sell and upsell is a tactic that involves suggesting complementary or higher-priced items on the product detail page.
For example, if someone is looking at a shirt, you could suggest a matching jacket or a higher-priced version of the same shirt. Use related products or complementary items to encourage customers to add more to their cart.
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Thank you page offers
The thank you page (and/or the order confirmation page) is an amazing way to cross-sell your products. They are in a great state of mind after making a purchase and are more likely to buy more. Throw in some scarcity and urgency as well to increase conversions.
We recently implemented this for one of our clients by letting their shoppers know that if they made another purchase within the next 12 hours, their order ships for free along with the previous one. We also added a 10% discount for good measure.
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Reward thresholds
One of the simplest use-cases of this tactic is the free shipping threshold. To get free shipping, the customer has to make an order over a specific amount. This incentivizes customers to add more items to their cart in order to reach the reward threshold.
You can take this one step further and offer laddered thresholds for additional discounts, free gifts, express shipping, etc. For example, you can offer free shipping over $65, an extra 10% discount to customers who spend $100, and a free item added to their cart if they purchase over $135.
This is a great way to leverage consumer psychology while giving customers an easy way to try new products. The guys at Obvi have done an amazing job implementing this. I highly recommend checking their website out.
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Bundles
Products Bundles are a great way to increase AOV by offering customers a deal on multiple products. For example, you could offer a bundle deal on skincare products, where customers get a cleanser, toner, and moisturizer for a discounted price.
This way, you can add more popular products to less popular ones as a bundle to be sold together. Usually we offer a discounted price for bundle products so customers are more likely to make a purchase. You can also do this in the cart or checkout pages.
App:
Wide Bundles ‑ Quantity Breaks
Build your own box
This allows customers to customize their own product bundle by choosing from a selection of items at a discounted price. This not only increases AOV, but it also provides a personalized shopping experience for the customer. Great way to add personalisation and increase the perceived value.
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Add item and save
You can add a popup or a widget that tells customers how much they’ll save by adding a few extra items. Showcase related products in the widget to increase your conversions.
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Switch & Save
Similarly, the switch item and save tactic involves offering customers a discount when they swap out one item for an upgrade. For example, if a customer adds a 30-day pack of supplements, you could offer them a discount if they swap it out for a 90-day pack.
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Priority shipping/Insurance/Other fees
I really like this because it’s such an easy upsell. You can add a simple checkbox or a toggle to offer additional services like priority shipping, insurance, melting protection (for chocolate bars) for an extra cost. It works very well for CPG brands.
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There are plenty of tactics you can use to increase AOV for your eCommerce store. Whether it's offering in-cart order bumps, reward thresholds, bundles, or any of the other tactics we've discussed, the key is to provide customers with options and incentives to purchase more items in a single transaction. So get creative, have fun, and watch your AOV soar!
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